Posts Tagged ‘hotel pr’

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New Year’s resolution: luxury travel minus excess

Tuesday, December 8th, 2009

Prevalent in the news is the topic of luxury, how it was defined just two or three years ago, and if it was just a fad of the early/mid 2000’s.  As we enter a new decade, with many lessons learned through the downturn, and a hope for a gradual yet steady economic recovery, I wonder how luxury will be redefined.

As a hospitality communications professional, I find that luxury is in the memories we create when traveling, and not so much in the amount of money we spend.  In 2004, for instance, hotels were all about comfort and pampering and ridiculous excess packages that left guests with a hefty bill at the end of a long celebrated weekend.

Do guests miss that excess now that they can’t afford it?  Should it be redefined as the trend shifts with the economy?  How will hotels adapt to the changing dynamic of luxury?  Somehow, even in affluence, all things in moderation make sense now. 

Somehow, I think in terms of hotel experiences that personalization, genuine service and thoughtfulness will go much further in offering luxury rather than over-the-top excess that can be viewed as fake and impersonal by guests.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »

Hotels: PR should be on your executive planning committee

Sunday, October 4th, 2009

Too often, PR people find themselves in the delicate position of having to remind clients that they need to know what is happening on property.  Anything from a seasonal rate, new staff announcement, to renovation plans, and other major changes in the hotel are news, and make news.  Unfortunately, whether or not outsourced or in-house,  PR is many times not contacted first about such timely information, making the communication between departments, and the media challenging.  I mean, who wants a press release about a special monthly seasonal rate, when Reservations has been selling it to guests for half that month.  It’s not news anymore.  It’s important to keep PR informed first and foremost, and listen to their counsel since they act as the boundary spanner between your property and the public.

So, offer your PR person a chair in Exec Planning Committee meetings - you’ll be thankful you did!

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »

Hotels: riding the new Twitter/Facebook wave

Monday, September 28th, 2009

Amazingly, I am duly impressed with how quickly and efficiently hotels are picking up with social media.  It’s easier for hotels to be on Twitter and Facebook, because of the immediacy of posting brief bits of information.  Blogs are still not catching on as much though since they require more of a committment (I do think blogs add a personal touch, however).  Regardless, this growing participation in social networking is helping hotels flourish in their market, particularly as they gnaw themselves out of the deep economic hole.

My little experiment with my Bruges’ client, the luxury, boutique Hotel Heritage, that recently joined the Relais & Chateaux family, is paying off just months later.  Fans and followers are steadily growing, while it has been a great opportunity for past guests to reconnect with the property and all it is doing, from renovations to adding a new restaurant, etc.

From what I see, we’re now at the point where hotels know and understand the power of social media, and how to leverage these networks as an effective communications tool.   However, I think we’re quickly entering a new phase:  Twitter and Facebook competition within hotels.  Fans and followers will soon drop out of fan pages depending on the information that’s posted.  There is still a lot of overload out there that needs to be sorted out, and the next challenge for Twitter and Facebook facilitators will be to post frequent, accurate and good quality information.   This is truly easier said than done.

We don’t all need to know that you’ve had three non-fat lattes with Splenda while you’re updating your status.  Stick to hotel related stuff that guests, and potential guests, want to know about that will help them engage in good conversation.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 2 Comments »

Hotels: Twitter and/or Facebook?

Friday, June 19th, 2009

I have been seeing this question a lot with hotels on blog posts and in conversations.  Some think social media is not really worth the trouble, others are Twittering every 2-3 minutes, and some have impressive fan pages on Facebook.

But, should you focus on one and not the other, or are both worth the time and maintenance?  The keyto remember is that once you start with either Facebook or Twitter, you really should not stop.   Social networking is a monster that needs to eat and usually cannot have enough. 

Using both vehicles differently can help your hotel.  Twitter about last minute specials and the change in the menu.   Use Facebook to update fans on your new toiletries and the complimentary blue ray DVD library available at the concierge desk.   Facebook and Twitter can reach different audiences that can make your message viral. 

Unless you already know how to use each one, it might be best to hold off until you understand the Facebook/Twitter dynamic first.   Both can work well together, once you’ve determined how they can work for you and those who friend and follow the property.

At least hotels are quickly realizing that social networking is not a fad.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »

Preparing for the mystery shopper

Saturday, June 13th, 2009

I recently received a request to write a blog post on mystery shoppers reviewing hotels.   From AAA, to Mobil Travel, and several companies that brand hotels such as SLH, Relais and Chateaux, Preferred Hotels, and many others review properties to understand their strengths, weaknesses, and determine their niche.

Usually, you don’t know exactly when a mystery reviewer will come in to stay.  The reviewer books his/her own room, so the experience starts from the moment the reservation is made to the second s/he departs the property.  Sometimes, GMs are given a time frame of when the reviewer will come in to properly warn the staff, but that is not necessarily very helpful.

From the reviewers’ perspective:they have a responsibility to communicate accurate information about the hotel and it is their job to be as objective as possible.  This information from the reviewer is eventually reflected on star/diamond rating and is usually updated every year to eighteen months.  The assigned hotel rating ultimately reflects the public’s perception. 

From a PR perspective: it is up to the PR representative of the property to leverage that honor if it is a good rating.  If it is not a good rating… then it should still come as no surprise to a great PR pro, who is always prepared for any scenario.  It’s now time to get creative!!!

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 2 Comments »

Why PR should be on every hotel’s executive committee

Monday, June 8th, 2009

I think I’ve spend the better part of my specialty arguingthe importance of assigning a seat for PR in the exec roundtable at every hotel, regardless of size, type or chain.   In the past two or three years, I’m noticing more and more properties are investing in PR, and some are actually empowering these folks to sit in weekly executive meetings.

With the drop in the economy, PR has been absorbed in a Sales and Marketing role once again, but once the cycle rebounds, public relations will come back bigger and better!

Whether your hotel’s PR rep is an swanky agency, a capable freelancer, a smart-as-a-whip intern, or an in-house manager, seeking the opinion of your media relations liason in hotel matters will pay dividends.  Surely you want to know what’s tweeted about your hotel, or what the fans are saying on Facebook?  (And tell me that you know what Twitter is by now!)  From property issues management planning, and projected renovations to simple updating your crisis communications handbook, PR should have a say in the direction, not just the execution of the promotion or publicity. 

PR professionals can provide great and humble feedback from a unique perspective to your executive committee.  It’s a shame to have them pass on their notes to the DOSM (Director of Sales and Marketing) and miss out on their valuable direct insight in property matters.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »

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